The CDP Institute defines a Customer Data Platform “as a marketer-managed system that creates a persistent, unified customer database that is accessible to other systems." This definition has three critical elements:
All CDPs share these core characteristics however, not all CDPs are created alike. In addition to these foundational characteristics many CDPs add additional value by leveraging and analyzing the data they integrate to map customer journeys, refine customer segments, or deliver targeted and personalized marketing campaigns.
See the Interactive Customer Data Platform Stack on CabinetM.